Making consumption more sustainable is particularly important in Asia-Pacific given the dramatic trends being witnessed in the region. The region is expected to be at the forefront of worldwide consumption by 2030, with consumer spending projected to reach $32 trillion and constitute about 42 per cent of global consumption, carrying with it implications for the environment.
Nudging can be part of the toolkit to support consumers in making sustainable purchasing decisions. It is particularly attractive because of its ability to predictably change behavior without forbidding any options or without the need to provide economic incentives. Nudges are positive reinforcements, small suggestions, or changes in choice architecture intended to influence the behavior of consumers.